The Demand Distribution curve illustrates how a TV show’s popularity compares to the demand benchmark, which is a measure of the average demand across all titles. The curve is divided into performance buckets, ranging from “Below Average” to “Exceptional”. A show falls into one of these performance buckets depending on how many times more or less demand it has compared to the demand benchmark.
The show’s performance is market-specific, e.g. the same show can be in the “Average” range in the United States and in the “Good” range in France.
As an example, if a show has 9 times more demand than the demand benchmark, it falls in the “Outstanding” performance range; only 2.7% of all shows in the market reach this high level of demand.
Demand data provides valuable insights into a show's performance, audience engagement, and international appeal. For example, let's take the case of "Obi-wan Kenobi," a TV show set in the Star Wars universe. The show has an outstanding level of demand in Canada, sitting at 9.6 times the audience demand of the average show, and it has a travelability score that indicates exceptional international appeal.
Content valuation is an essential component of any content acquisition, and demand data can help with this task. Specifically, demand data can answer relevant content valuation questions such as "how much is my show worth?' or "what is the baseline value of a title?" The high demand for "Obi-wan Kenobi" in Canada indicates that the show has significant value to a platform targeting Canadian audiences, and it could also demonstrate high viewing potential in other regions worldwide, encouraging distribution and acquisition.
Demand data also helps tv executives to make decisions about which shows to acquire or produce. In the case of "Obi-wan Kenobi" as a series, executives can consider which of the show's elements make it such an engaging title for fans, and accordingly, optimize an upcoming production for even greater success. They could also choose to acquire additional content from the same genre as 'Obi-wan Kenobi' as data on the show's audience could prove valuable to identify taste clusters.
Using demand data, executives also can determine the show's ability to drive subscriptions, mitigate churn, and impact the rest of their catalog. Decision-makers should be interested in exploring spin-off opportunities, as the spin-off potential, or franchisability, of the show is outstanding, according to the Parrot Pulse. This insight showcases a potential market for expansion on an established and well-liked IP.
Finally, measuring audience demand can help entertainment companies create more effective marketing campaigns for new or upcoming releases, as it enables studying audience affinity, taste clusters, and viewer interests. The outstanding global demand for "Obi-wan Kenobi" reveals its appeal and cultural significance, providing details of its cultural relevance and advertising processes accordingly.
In summary, demand data can help executives make informed content decisions, acquisitions, and distribution decisions. These results emphasize the importance of analyzing a show's performance and audience engagement through measuring and interpreting audience demand.
Obi-wan Kenobi's travelability to Canada in the last 30 days is 58%, which means that the audience demand for Obi-wan Kenobi is 58% of the demand in its country of origin, United States. Click through to another market to discover how well Obi-wan Kenobi travels internationally.
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Acquire the best shows from partners such as Disney+ to fortify your competitive position in Canada. Contact us now to access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles (e.g. Obi-wan Kenobi), including those that have not even been released. Leverage a return-focused selection criteria for title acquisition by incorporating country-specific trend and market demand factors.
Command your Action and Adventure genre niche with maximum net subscriber adds. Contact us now to harnesses audience demand data to gain insights for growing and keeping a subscriber base. Leverage a return-focused selection criteria for title acquisition from partners such as Disney+ by incorporating country-specific trend and market demand factors for all markets including Canada. Appeal to the individuality of your audience base, taking into consideration the unique and limitless characteristics of taste clusters.
Deploy high impact entertainment marketing strategies across all genres including Action and Adventure. Contact us now to deploy demand-driven marketing, the only empirical earned media measure of your marketing spend. Access audience taste clusters weeks ahead of a premiere, resulting in high impact campaigns for titles such as Obi-wan Kenobi, including those that have not even been released. Appeal to your target markets, including Canada, based on audience interests, enabling the personalization of campaigns to capitalize on pre-release demand.
Our TV audience measurement dataset is truly global. Discover how popular Disney+‘s Obi-wan Kenobi is in any of the following selected markets. Need data for other markets? Find out more about DEMAND360LITE.
Parrot Analytics is the leading global content demand analytics company for the multi-platform business of television. With the world’s largest TV audience demand dataset, the company currently tracks more than 1.5B daily expressions of demand in 100 languages, not only in Canada, but also in 100+ other markets around the world to reveal the television content that consumers watch (viewership) and give their attention to the most.
Parrot Analytics' television demand data highlights the global TV content monetization opportunities for Disney+ and thousands of TV studios, linear networks, broadcasters, pay TV providers and OTT / SVOD platforms.
Unlike TV ratings, our DemandRank TV rating system ensures that important demand signals are weighted more heavily than others: The more consumer effort required; the more importance is attached to each signal. Once all the signals are weighted and combined, the audience demand for Obi-wan Kenobi, for example, can be assessed for a market e.g. Canada, which can then be benchmarked against genre averages (e.g. Sci-Fi Action), using our globally standardized Demand Expressions® metric.
This page has been amended on Sept. 30, 2023, 2:01 p.m. PST using global demand datasets from Parrot Analytics for Obi-wan Kenobi in Canada. We provide our partners with meaningful entertainment industry expertise to help them drive better and more informed content marketing strategies. Contact us today to find out more.
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